What maketh the man
Never will you see more stylised hipster beards, trendy scarves and subverted three-piece suits in one enclosed space. At the onset of men’s wear trade fair Pitti Uomo, it’s not hard to see why the biggest street style photographers like Scott Schulman of the The Sartorialist and Tommy Ton have put this event firmly into their fashion calendars. Not only one of the most important events for men’s fashion in the West, Pitti Uomo is also a seeding ground and insight into new trends that men will be adopting soon.
More than a thousand men’s labels from around the world, ranging from footwear, ready-to-wear and accessories showcased their autumn-winter 2013/14 collection to mostly buyers and some press. Many smaller independent labels, or those with no mainstream advertising, find Pitti to be the single most important event to sell their collections to stores. It is also a rare opportunity for fashion journalists like myself to meet so many designers and less-known emerging labels under one roof.
The fair is also a home to the unveiling of interesting collaborations. Denim label G-star Raw’s capsule collection by famed designer Marc Newson was a highlight. The evening showcase by Japanese sports shoe brand Onitsuka Tiger and Italian fashion designer Andrea Pompilio, held in Stazione Leopolda with skateboarding models, closed off the first day of Pitti Uomo.
And at the end of day one, I'd already discovered one young emerging label that I'd pin for success - Two Italian Boys, who are eyeing the Asian market since one of the co-founders used to live in Shanghai.